Superweek 2016: Measuring brand success on LinkedIn
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94% B2B marketers are using LinkedIn to distribute content but only 21% are able to calculate ROI on their social spend. This talk on linkedin measurement metrics attempts to provide a new lens to look at marketing numbers and move towards a user centric measurement framework.
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Superweek 2016: Measuring brand success on LinkedIn
- 2. Ahmad Abdullah Insights Lead, India LinkedIn @aabdullah Measuring Marketing Success On LinkedIn
- 3. Connect the world’s professionals to make them more productive and successful LinkedIn’s mission statement
- 4. 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 32M 400M 2014 2015 Member growth 400M 300M 200M 100M 0M
- 6. Create economic opportunity for every member of the global workforce LinkedIn’s Vision
- 7. Connections 500+ Company Sainsbury’s Industry Retail Size 5000+ Name Iain Macmillan Gender Male Education King’s College London Geo London, UK Groups The Finance Executive Finance Today Seniority Director Function Finance Occupation Finance Director Publications Financial News Skills Strategy Restructuring Change Mgmt World’s Richest Professional Data Set
- 9. How Brands Use LinkedIn Hire Engaging with world's best talent Market Most effective way for marketers to engage professionals Sell The start of every sales opportunity
- 10. How Brands Use LinkedIn For Marketing Onsite Display Sponsored Update Sponsored Inmails
- 11. 94% B2B marketers use LinkedIn to distribute content
- 12. Its A Challenging World 10Pieces of content are consumed before a purchasing decision is made 90%Before customers reach out directly Source: Forrester, “Accelerating Revenue in a Changed Economy” Source: Zero Moment of Truth Study, Google
- 13. Only 21% B2B marketers say they are successful at tracking ROI
- 14. Conventional Metrics : Actionable ?
- 15. Embrace An User Centric Mindset
- 16. User Centric Metrics Are Actionable Exposure Frequency Interaction Rate Penetration
- 17. Penetration The most expensive seat in the room … is a vacant one !
- 18. Penetration Penetration = Reach / Audience Size
- 19. Penetration Audience Size Competition’s Paid Reach Brand’s Paid Reach Penetration defines the opportunity, a Brand has on the platform
- 20. B2B Account Based Marketing A Case Study 0 1 2 3 4 5 6 7 8 9 0 20 40 60 80 100 120 Week 1 Week 2 Week 3 Week 4 Pentration Audience Bid
- 21. Exposure Frequency Reach - Frequency = Wasted Money Can you recall the last brand message you saw ?
- 22. Exposure Frequency 6K (42%) 5K (36%) 3K (22% ) 14K Member (45% penetration) Reach Frequency 1-2 3-9 10+ Impression Count Exposure Frequency helps in gauging audience activity on the platform
- 23. Activity On Brand’s Message ? Onsite Display Sponsored Update Sponsored Inmails
- 24. Interaction Rate Interactions amplifies messaging !
- 25. Interaction Rate 6K (42%) 5K (36%) 3K (22% ) 14K Member (45% penetration) Reach Frequency 1-2 3-9 10+ Impression Count 20 (8%) 85 (35%) 135 (57%) Interaction 14K members initiated 240 brand interactions ~ 1.71 0.33 1.7 4.5 Higher exposure leads to more interactions
- 28. User Centric Mindset Exposure Frequency
- 29. User Centric Mindset Interaction Rate
- 30. Take Action Along The Way Refine Targeting Manipulate Bidding Optimize Content
- 31. Brands Using This Strategy
- 32. Thank You!
- 33. Bonus Slide
- 34. Product Interaction Between SU, Display & Inmails SU (200) Display (350) 2.3 % 5.2% 0.27% • Brand X reach ~ 200 K members on platform via SU • Brand X reach ~350K members on platform via Display • Brand X reach ~100K members on platform via Inmails • 50K members were exposed to all 3 products. • Interaction rate is highest among individual exposed to multiple products. Interaction Rate =Inmails (100) 1.3 % Total Interactions Total Members Exposed
Editor's Notes
- Speaker Introduction LinkedIn Traditions – What’s Not On Your Profile ! (aabdullah is the common denominator is all my jobs)
- Pointer’s From Jeff’s Keynote
- Campaign Manager / Reports
- Pointer’s From Jeff’s Keynote
- We also offer powerful targeting capabilities that allow you to target just the right people among that audience of professionals. [CUSTOMIZE TARGETING FILTERS TO MATCH YOUR CLIENT’S TARGET AUDIENCE] Here are a few examples of filters you can use. After you find your target audience, the next step is to start influencing those people. To understand how that works on LinkedIn, let’s pick one individual from your target audience as an example.
- Need some work on the transition slide.
- LinkedIn members require a unique communication and engagement style that calls for an updated marketing mindset. Blasting out product announcements and promotions will get the opposite of the reaction you are seeking: an unfollow or, even worse, a public reprimand from a linkedIn member. Very importantly, as you run LinkedIn programs, our rich data ensure that you’re able to focus your investment on exactly the professional audiences you’re looking to reach.
- We all know that it’s becoming increasingly difficult to influence purchase decisions. The buyers journey is non-linear and people are making it through 90% of it before they reach out directly. Today’s buyers have no shortage of online destinations they can visit to to find information about products, compare prices, get social recommendations and so on. Against this backdrop, content is playing a huge role in the buying process, making it easier for buyers to be self-sufficient, and that’s why they’re able to make it through most of this journey on their own. On average, people are consuming 10 of those pieces of content before making a purchase.
- ROI to measurement story.
- We are getting entangled into a web of “Brand Centric Metrics” , leaving us actionless and at times taking the wrong action.
- Brands are present on linkedin to vow members.
- Citing a an example from restaurant business
- WHAT ARE THE LEVERS TO PLAY WITH ALONG THE WAY ?